Video-on-demand (VOD) users tend to be younger than traditional TV users and more likely to live in families with kids, says Nielsen in its latest cross-platform report, which takes an in-depth look at the demographics of VOD users. The findings indicate that VOD’s audience is heavily skewed towards the under-50 crowd, with a plurality 31% of users aged 18-34. By comparison, 48% of TV users are aged 50 and up, while just 17% are in the 18-34 bracket.
According to recent Census figures,roughly 23.5% of the US population was in the 18-34 bracket last year, suggesting that people of this age under-index as TV users, while over-indexing as VOD users. (To be fair, the Nielsen data is based on audiences aged 2-99, while the Census Bureau population shares are based on the entire population. Nevertheless, the stark differences in audience shares for 18-34-year-olds mean that the trends hold true.) Read the rest at MarketingCharts.